CHICAGO – Private label manufacturers should take more risks in packaging and design, a speaker said earlier this week at the Private Label Manufacturers Association’s annual trade show here. Perry Seelert, managing partner of New York-based branding and design firm United dsn, said A&P had the courage to do just that by okaying the unique packaging for its new Via Roma specialty food line. “We wanted to bring the Italian culture to life,” he said. To do so, A&P and United traveled ...

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